You’ve heard the phrase “All dressed up with nowhere to go,” right?
Earlier this year, we shared a blog post, “Five Steps for Successful Content Planning.” It dives into strategy development and creating content that’s relevant for your brand. Your content is tangible media — such as case studies, webinars, podcasts, blogs, white papers, ebooks and newsletters. Content should be relevant, engaging and honest. It’s designed to build brand awareness, educate your audience and generate leads. But no matter how incredible the content is, it won’t produce its own attention. If you’ve developed content but you’re not maximizing its potential, your brand is “All dressed up with nowhere to go.”
You need to do more than create great content. By sharing your content on social media, you have the power to reach an entirely new audience. You can increase brand awareness and engagement and get more followers. It’s not enough to show up on every social media platform and sporadically post a link to your content. You need to develop a social media strategy by doing research and setting goals. Then, you can measure your results and evaluate your success over time.
If your brand is new to social media or you need to overhaul your existing strategy, we’ve outlined specific steps you should follow to develop a social media strategy that helps your brand grow.
- Perform a social media audit. Take a look at your brand’s existing social media presence and figure out where you’ve been successful. Then, determine where you’re failing and how you can improve. If you’re struggling to keep up with four social media pages, consider eliminating the outlet that is your “weakest link.” It’s better to have a strong presence on a couple outlets than a mediocre presence on all of them.
- Identify your goals. Do you want to increase brand awareness? Build community engagement? Grow your audience? Drive website traffic for sales and lead generation? Decide what is important to your brand and outline SMART (specific, measurable, achievable, relevant and time-bound) goals.
- Build a content calendar. A content calendar allows you to visualize your ideas and organize them long-term. Build your calendar based upon your goals and the positives you’ve identified in your social media audit. Understand the best times to post on each social media platform, and consider diversifying your tone on each channel to adhere to the nuances of the platform.
- Distribute your content. You’ve done the research and the planning; now it’s time to implement your strategy. Schedule content for your social media channels and include relevant hashtags when posting (this is most important on Twitter and Instagram). Engage with your audience by responding to any comments and liking any reshares of your post.
- Measure your results. Analyzing your social media metrics is the most critical step in a successful social media strategy. It’s best to take a look at your metrics (especially your engagement numbers!) once a month to determine if you’re on the right track. Similar to when you did a social media audit, discover where you’ve been successful, and find room for improvement.
A social media strategy is an evolving tool. You should make adjustments to your strategy based on your metrics. Consider asking your followers what kind of content they want to see by sharing polls or questions on your platform. And if it makes sense for your budget, consider experimenting with paid advertising. You can reach a much larger audience with a cost-effective social media budget.
If you’re looking for additional help in developing a social media content strategy, rAVe [CREATE] has proven success in social media marketing for the AV industry.